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ENGAGING IN THE CONVERSATION;
BEST PRACTICES IN STRATEGIC SOCIAL MEDIA
by
Patrick James Cavanaugh
A Thesis Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2009
Copyright 2009 Patrick James Cavanaugh
Object Description
| Title | Engaging in the conversation; best practices in strategic social media |
| Author | Cavanaugh, Patrick James |
| Author email | pcavanau@usc.edu; cavanaugh.patrick@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2009-04-01 |
| Date submitted | 2009 |
| Restricted until | Unrestricted |
| Date published | 2009-05-06 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Wang, Jay LeVeque, Matthew |
| Abstract | In the Strategic Public Relations industry, professional communication is defined by well-crafted messaging and carefully chosen distribution channels. As the Internet becomes the prime channel of communication for much of the population -- through Social Media -- professionals who are willing to engage in the conversation must come to understand the world they are entering, and this paper provides both an introduction to and a framework for discussing that medium. It is my contention that an understanding of the principles of community and identity, as defined relative to a virtual reality, grants insight to exploring the various platforms of Social Media and the norms and principles that define each. As Social Media is an emerging phenomenon, this shall by no means serve as the complete authority on the subject, however it is my aim to provide a foundation for an ongoing review of best practices in Strategic Social Media. |
| Keyword | social media; communications; internet; public relations |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m2197 |
| Rights | Cavanaugh, Patrick James |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Cavanaugh-2846 |
| Archival file | uscthesesreloadpub_Volume14/etd-Cavanaugh-2846.pdf |
Description
| Title | Page 1 |
| Full text | ENGAGING IN THE CONVERSATION; BEST PRACTICES IN STRATEGIC SOCIAL MEDIA by Patrick James Cavanaugh A Thesis Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2009 Copyright 2009 Patrick James Cavanaugh |
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